Corporate communication and strategy in the field of projects

Abstract

The communication concerning situations of project marketing (space industry, train construction, engineering, building construction, …) does not lead to a lot of researches and publications. An attempt will be made in this article, to establish the link between project and corporate communication considering the various steps in the development of a particular project strategy. This induces the development of the identity of the firm, the definition of the main targets (sociogram approach) and the development of particular tools at both an internal and an external level. It appeared in this study that the traditional communication mix arrives late after the management communication and the organizational communication. Concerning the tools, the relational network seems to be the best adapted to the particular situation and the targeting allows a good despatching of the resources at this level. The firms have in fact to develop both a functional and a relational positioning.

Introduction to the IMM special issue on ‘Project marketing and the marketing of solutions’ A comprehensive approach to project marketing and the marketing of solutions

“…On the basis of this first configuration obtained from the study of French firms in the construction, defense and energy sectors, other contributions have led to amending, developing or determining the typical project marketing process. Certain studies can be quoted such as those carried out in Hungary (Mandjak & Veres, 1998) in engineering and equipment goods, or those carried out in Belgium (Goczol & Scoubeau, 2003) in construction, or those carried out in Germany and in Scandinavia (Skaates, Tikkanen, & Alajoutsijärvi, 2002), etc. Today, the model has become relatively stable (Cova, Ghauri, & Salle, 2002) in the form presenting three large stages and not two as in the initial model:…”

Factors that influence the outcome of information technology projects in South Africa: An empirical investigation

“…Communication on projects has long been recognised as a critical success factor for project success [Goczol & Scoubeau, 2003;Chiocchio, 2007;Peterson, 2007]. Good communication facilitates project success while poor communication hinders it.…”

Project communication in a strategic internal perspective

“…The current issue and full text archive of this journal is available at Project communication External project communication Internal project communication Written communication Interpersonal communication Scheduled communication Non-scheduled communication A B C D E F G Project communication to deal with principles from marketing communication (Lecoeuvre-Soudain and Deshayes, 2006) -creating an intersection between the field of project management and corporate communication. Project marketing illustrates how external project communication is integrated strategically in project management (Lecoeuvre-Soudain and Deshayes, 2006;Goczol and Scoubeau, 2003). Lecoevre-Soudain and Deshayes (2006) state that specialists agree that projects need marketing actions.…”

“…Despite the prominent importance of interpersonal communication in projects, the aspect project communication is not mentioned as part of internal corporate communication. Project communication is, however, dealt with from an external corporate communication perspective by Goczol and Scoubeau (2003). Their aim is to link external corporate communication and strategy to the field of projects by discussing the communication concerning project marketing, considering the steps in developing a particular project strategy in relation to external stakeholders.…”

“…Organisational and management communication in particular are key factors in industrial success. The ultimate goal in project marketing is the creation of a positive and durable basis for relationships with the various stakeholders on which the company depends in their strive for success (Goczol and Scoubeau, 2003). Thus, project communication is at the early stages of getting a foothold within corporate communication.…”